Planning Your Ad

Good advertising can often make the difference between a specific product's success or failure, and in some cases, the entire business’s survival. Advertising is a message that is typically designed to entice the audience into making a purchase. In addition, it can create a need or demand when perhaps there wasn’t one in the first place. Now that's power.

Chances are you've probably heard most of this before. So, let’s assume you’re ready to advertise and start from square one.

When planning your ad you'll need to format the advertisement in a way that will best connect with your market.

Where to begin?

There are four common categories of Ad Formats to choose from:

1. Product Information Format

• The product is the center of attention
• All elements of the ad explain the featured product and its use
• Pictures both the brand name (logo) and product
• Includes LOTS of copy
• Provides a rational argument

2. Product Image Format

• Ties the product into a symbolic setting
• Product given special qualities

3. Personalized Format

• Provides a tie between the product
and a personal life style or view
• Highly symbolic
• Could contain a testimonial
• Often implies product will make audience
into a better person

4. Lifestyle Format

• Blends the product, setting, and persons
featured in ad together
• Based on stereotypes
• Often "activity" centered
• Offers a connection between product and audience

How to decide the right format??

Begin by assessing the situation:
• What is the image of your company?
• Does the audience already know who you are?
• What is your product/service?
• Why is it unique?
• What is the competition like?

How are you going to approach your audience?

Answer the above questions and you’re on track to better understanding your audience and ready to begin planning your next ad based on your findings.